Taking a page from the Target playbook, Macy’s is introducing a series of rotating designer capsule collections for the contemporary “Impulse” department. It’s a sign the department store, which has long been focused on its middle-of-the-road house brands, wants to appeal to a more fashionable shopper.

The first to launch in February will be Kinder Aggugini, a London-based designer and former head designer for Versace. While respected in luxury fashion circles, he’s not exactly a household name in the States. But then, neither were Behnaz Sarafpour or Luella Bartley when they collaborated with Target.

Aggugini’s Macy’s line will capture a “rocker-chic aesthetic,” the retailer says. The boucle jackets, soft cardigans, kimono-style dresses and silk shorts will range from $40 to $300. A new designer capsule will be introduced approximately every two months at 235 Macy’s stores nationwide and on macys.com.

— Allison Kaplan

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